THE BORN2FISH STORY

Fishing isn’t just what we do — it’s who we are.

Born2Fish was built from a lifelong passion for fishing and a love of everything that comes with it — early mornings, changing weather, reading the water, finding new spots, chasing different species and, most importantly, putting in the time to work out what actually catches fish.

Based in Melbourne, Victoria, Born2Fish is all about real fishing, real experience and real results.

We spend countless hours on the water and around the Victorian coastline, fishing from boats, land-based locations, piers, rocks, beaches and estuaries. We also spend plenty of time chasing freshwater species in Victoria's lakes, reservoirs and rivers.

Over the years we've targeted everything from squid, snapper, King George whiting, salmon, gummy sharks, garfish, flathead and trevally to freshwater trout, redfin and native species.

That experience has taught us one important thing:

There is no one-size-fits-all approach to fishing.

Conditions change. Tides change. Water clarity changes. Seasons change. Fish move. What worked yesterday might not work tomorrow.

That's why we believe in getting out there and doing the work.

OUR PASSION

For us, fishing has never just been about catching a fish.

It's about the adventure.

It's the 4am starts, the weather, the laughs with mates, taking the kids fishing, exploring new water and the satisfaction of finally working out what the fish are doing.

It's about that first run of a big snapper.

The rod buckling over on a good squid.

Finding a new patch of fish.

Watching the sounder light up.

Or simply sitting beside a lake waiting for a trout or redfin to smash a lure.

Fishing is something that brings people together, and that's what Born2Fish is about.

We want to share that passion with other anglers and help more people enjoy their time on the water.

KNOWLEDGE BUILT ON TIME ON THE WATER

There is a lot of fishing information online, but we believe the best information comes from actually putting it to the test.

Our fishing knowledge has been built through years of hands-on experience, constantly experimenting with different locations, techniques, rigs, lures, colours, tides, depths and weather conditions.

We don't just want to tell you where fish are being caught.

We want to explain why they are there and how you can approach the same type of water yourself.

Our reports and fishing content look at things such as:

  • Water depth

  • Structure and weed

  • Tides and current

  • Wind and weather

  • Water clarity

  • Time of day

  • Seasonal changes

  • Bait and food sources

  • Lure and jig selection

  • Retrieve techniques

  • Land-based and boat-based approaches

The goal is simple — give anglers information they can actually use.

FROM THE BAY TO THE FRESHWATER

Born2Fish has grown from a passion for Victorian fishing and the incredible variety of fishing available right on our doorstep.

Our home waters include Port Phillip Bay and Western Port, but our fishing adventures don't stop there.

We chase fish along the Victorian coast, from boats and land-based locations, as well as exploring freshwater lakes, reservoirs and rivers.

Whether you're chasing squid in shallow weed, searching for snapper, working out a whiting bite or throwing lures for redfin in a freshwater lake, we're always looking for the next opportunity to learn something new.

Victoria has an incredible amount of fishing on offer — and we're here to explore it.

WHY WE CREATED BORN2FISH

Born2Fish started because we wanted to share what we were learning on the water.

Over time, it has grown into a fishing community, information hub and Australian fishing brand.

Our website brings together:

Fishing Reports
Regular reports covering what's happening across Victorian waters.

Fishing Tips & Knowledge
Practical information about techniques, locations, conditions, rigs, lures and targeting different species.

Born2Fish Custom Jigs
Our own range of handcrafted, airbrushed squid jigs designed, tested and developed around the fishing we do in Victorian waters.

Fishing Content
Videos, photos, social media and real fishing adventures from the Born2Fish crew.

We're constantly learning, testing and developing new ideas — and we're taking you along for the ride.

OUR CUSTOM SQUID JIGS

Our custom squid jigs came from the same philosophy we use with our fishing reports:

If we're going to put our name on something, we want to fish it ourselves.

Born2Fish Custom Squid Jigs are handcrafted and airbrushed in Melbourne, with individual colours and patterns developed around our own fishing experiences.

They're not just designed to look good in a packet.

We take them fishing.

We test different colours, patterns and finishes in real Victorian conditions and continue developing the range based on what we see on the water.

Every jig is part of the Born2Fish journey.

REAL FISHING. REAL EXPERIENCE. REAL INFORMATION.

We're not here to pretend we know everything.

Fishing is constantly changing, and there's always something new to learn.

What we can promise is that we're out there doing it.

We're fishing the locations.

We're testing the gear.

We're trying different techniques.

We're learning from our successes — and our failures.

And when we find something that works, we want to share it with the Born2Fish community.

Because at the end of the day, there's nothing better than helping another angler have a better day on the water.

BORN2FISH

Born from a passion for fishing.
Built on experience.
Driven by the next catch.

Whether you're a beginner just starting out or an experienced angler looking for your next edge, welcome to Born2Fish.

Get out there. Explore. Learn. Fish.

And remember:

If in doubt, don't go out.